Marketing Strategies of Scion to Showcase Aggressive Scion Parts for Generation Y

Anthony Fontanelle
April 23, 2008

“Join the Evolution” - a basis of Scion’s distinctive mark. Such mark represents Scion’s long term goal to extend great appeal to the Generation Y or younger buyer consumers. A product of extensive marketing research, Scion is a good example of how the economic scale of its parent company?the Toyota Motor Corporation, had undergone consolidation of product development. Scion’s marketing plan is first, to use pure pricing scheme where it allows customer to pay for the exact price being advertised. Second, to focus on internet advertisements since primarily, it caters younger consumers where the use of internet is stable. And lastly, to have huge selection of trim packages and aftermarket Scion parts for all its models.

The trim levels offered by Scion are the Camry grade, LE, SE, and XLE where each has different set of consumer type. Camry for example, caters for the type of consumer who is budget conscious. This is in contrast with the XLE which is for those who always look for luxury. Scion designed each entry trim level with monospec standard. However, this standard also encourages easy modification or customization. This explains the wide availability of performance upgrade Scion parts in the auto market. There are also limited edition entries aside from the main entry levels. This limited edition models are pre-packaged with exclusive designs however they are produced in limited numbers. The intention of Scion with manufacturing limited editions is to create uproar in its product line. Taking advantage to the economic reality where if there is a limited supply, the demand will also get higher, Scion’s limited editions quickly sell out.

From the marketing standpoint, advertisement for Scion doesn’t end in internet and commercial ads. Scion has adapted new kind of marketing strategy using guerilla marketing. This type of marketing is like hitting two birds with one stone for Scion. Come with low budget, guerilla marketing is the use of poster and ads in movie theaters and televisions showcasing the loud and aggressive styles and performance of each Scion parts. With the extreme styles and designs of Scion models and with its type of marketing, it had extended significant mark-up in terms of its popularity and of course, sales.

There are many websites that can be accessed to know more about the Scion brand. These sites are especially made for Scion, featuring what’s the latest trend and hottest news about it. In these sites, OEM Scion parts and accessories are also being introduced.

Source:  Amazines.com